User Problem

Solution

Impact

When implemented, this redesign will increase value to users, as proven by an increase in conversions.

My Role: Project Manager and UX Designer

Performed market and user research, including surveys and Google Analytics

Surveyed current users about their behaviors and attitudes and synthesized research findings

Ideated, sketched, and established information architecture

Served as point of contact with client, communicating business needs and feedback to the design team

Before and After

Before

After

Research

Users need convenience, fit, and plenty of stylish options.

Our research began with interviews and preliminary usability testing to discover what the problems with the existing site were.

We also conducted a survey to understand what some goals and frustrations were in shopping online for petite clothes. We synthesized our findings into an affinity map, which helped guide us to our persona, Iris.

Affinity map of our user's needs

Primary Persona

Designing the Landing Page

We gave the client control and flexibility by using a CMs.

Once we understood Petite Ave's customer and her needs, we began to sketch out what the landing page needed to have. For example, finding pants that fit well was a major pain point, so we made sure that users knew that Petite Ave offered pants, and the banner at the top informed her that everything on the site would be geared at petite women. In order to provide the client with a simple way to update the content to reflect seasonal styles and promotions, we decided to use the Squarespace CMS. We updated the site's colors to look more modern and appealing, but maintained the original typography and branding for consistency.